Technology is used by our target as a social connector, yet the very thing that connects them has disconnected them. With more digital connections, there are fewer human connections. There’s more screen time than ‘face’ time; more online messaging than moments together.On Vitasoy’s 70th anniversary, we saw an opportunity to reconnect our target by leveraging one of our strongest media channels – our own packs.

We transformed Vitasoy packs into 70 limited-edition packs that carried messages of 70 different ‘moments’ to give our messaging-obsessed consumers a ‘new way’ to express themselves - live and in-person.

In Hong Kong, Vitasoy is a household soy-drinks brand established since 1940. The brand is like an old friend of HK, one that’s been quenching their thirst and helping them bond for 70 years.

However, the brand’s core consumers are a new generation in their 20s who face plenty of other beverage options and saw Vitasoy more like a distant uncle. Soy drinks was also losing market share to non-alcoholic beverages.

Our challenge was to help a 70-year-old Vitasoy engage a 20-year-old target and nurture lifelong relationships with them as well as to extend its usage consumption to drive sales.

Sales +40%YOY in just two weeks and +26%YOY in a month!

All 40,000 collectibles were sold out in two days.We made +20,000 friends (fans) on Facebook in less than two weeks. One fan even developed a Facebook application that 7,000 people signed on to use. Over 3,800 pack designs were uploaded, 54 times more than the 70 we created.Our packs became the talk of the town with over HK$1.1M in free press.Post the campaign, consideration in consumption increased from a mere ‘breakfast’ drink to anytime drink. Youth also thought Vitasoy is ‘innovative’ (89%) and ‘understands me’ (69%).

When consumers made the effort to send their friends/family messages using our packs, they connected with Vitasoy in a way that celebrated 70-years of friendship. They also became our evangelists connecting others with Vitasoy.We let consumers personalize their own messages on special ‘blank’ packs. They could select their messages using magazine stickers, collect fridge magnets for everyday reminders and even post greeting cards!Through Vitasoy’s website, we encouraged them to create customized pack designs, upload them to blogs/Facebook and vote for their favourites.As a result, we built real human connections, extended the usage and drove sales of Vitasoy.